Augmented Reality for Marketers: Mapping the Future of Consumer
Interactions
John C. HavensSVP Social Media, Porter Novelli
Twitter: @johnchavens
Lynne d JohnsonSVP Social Media, Advertising Research Foundation
Twitter: @lynneluvah
Introduction
You’re already Augmenting Your
Reality
Utility = Adoption
Utility = Adoption
QR Codes
2-D Barcodes/SMS
AugmentedReality
Utility +Ease of Use =
Rapid Adoption
Results:
£26 million in revenue
ROI of 1:156
A public relations and advertising value equivalent of £1,950,000
Campaign achieved more positive brand awareness and publicity for IBM than the past five years put together
Swiss watchmaker Tissot saw in-store sales of its watches rise by 85%
“70% of those who went to the site chose to live the experience which is a great conversion rate and of that group 13% then purchased the project – compared to an industry standard website conversion of around 0.5%.” - Myles Peyton, Director of market leading AR authoring company Total Immersion
Hotels.com credits the launch of their AR Virtual Vacation experience with driving bookings up 36%
Analyst firm ABI Research has just released a new study (Q3, 2010) that finds businesses are primed to spend $1.8 billion on location-based ads in 2015, a somewhat surprising number given the small crowd of early adopters currently using check-in apps.
Checking In…To Places
Checking In…To Entertainment
According to Nielsen, 59% of the people they researched use TV/internet simultaneously and this has grown 35% in the last year.
“Creating a simple way to share what you watch is just the beginning…this could become a recommendation service - you should watch The Wire because three of your friends are watching.”
Miso's founder, Somrat Niyogi
Checking In…To Products
“Booyah/MyTown has just hit the 2 million mark.
2010 has been a great year for the iPhone app: hitting half a million in January, 1 million in February, and now 2 million in May.
Foursquare has roughly 1.1 million users, Gowalla is sitting near 250,000.”
TechCrunch, May 5, 2010
Opting In…To Offers
Checking In…To People
“This is a way to check in on a Social Object.”
Robert Scoble, SXSW 2010
Privacy
Virtual Advertising
Rights(VAR)
Virtual Advertising Rights (VAR)
Utility +Ease of Use +
Privacy/Marketing Awareness=
TRANSFORMATION
Thank You!
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